Bookbinding is not a sexy business. Attracting visitors to your bookbinding business website can therefore be challenging. The same can be said for selling appliances, snaking drains and cleaning other people’s toilets. Yet there are professionals in these niches who have some of the most compelling blogs that I have ever read! What are they doing right and why is it helping their businesses?
What is a Blog?
Here is what a business blog is not: an opportunity to rant, tell your customers what you had for lunch or engage in proselytizing and politicking. On the other hand, a well-designed business blog is a mix of marketing content that increases brand awareness and useful information that gives readers niche-specific hands-on advice. For example, a successful real estate blog will discuss topics that cover the creation of curb appeal, the importance of home staging and the general real estate market news for the area that the professional targets.
Why Do I Need a Blog for My Business?
Is there a better way to display your company’s expertise? Is there an easier avenue for engaging customers? Besides, your competition is already doing it. As noted by Forbes, about 65 percent of businesses already have blogs, and this number is on the rise. Then there is the financial bottom line. Comparing the cost of outbound marketing leads (direct mail) to the expense of inbound leads (blogging), Jeff Bullas reveals that the expense points were $373 versus $143 per lead. Can you really afford to forgo blogging?
Do I Need a Website or a Blog?
You need both. When you present useful content in the form of a business blog post, you generate trust in the reader. This reader may become a lead. As a consumer who wants to check out what your company has to offer, this reader looks for your website. If there is no website that discusses your products, services and prices, this lead will most likely not turn into a sale. Place your business blog on your website.
I Need a Blog Name, Right?
No, you do not. When you have a business website, simply name one tab or link option in the general menu “blog.” You only need a compelling blog name when you do not have a website, and this is counterproductive.
Who Writes My Blog?
If you are a good writer, you can do the writing yourself. Just remember that you need to have a set schedule. A business blog without regular updates quickly loses relevance. Ideally, you should update your blog twice a week. If you cannot commit to this writing schedule or penning interesting posts just is not your forte, outsource the writing. There are plenty of freelance writers and blog content providers who will fill this need.